Effective today, all Italian mobile network operators dropped the 'recharge fee' used to be applied to pre-paid customers every time they bought credit, as mandated by a recent Government decree supporting consumer advocates.
Trying to recover a potential loss of € 2 bn per year, mobile operators introduced new pricing plans and started new advertising campaigns to lure consumers. They are simply hoping that the absence of the recharge fee will stimulate longer calls and more messages. Only time will tell.